The SLEMB-TPU in China successfully represented the Ceylon Tea industry at the 2nd Belt and Road International Cooperation Forum held on Saturday, 26 April 2025, in Beijing. The event convened influential members of China’s business community, BRI partner countries, and international trade and development stakeholders.
A significant highlight of the participation was the dedicated display and tea tasting space provided free of charge by the forum organizers. This generous facility enabled the TPU to serve freshly brewed Ceylon Tea to delegates and visitors, creating a vibrant and engaging promotional experience. Additionally, the Tea Promotion Officer delivered a formal presentation on the Sri Lankan tea industry, its heritage, sustainability practices, and the global positioning of Ceylon Tea.
Importance and Value of Participation
- Prominent Brand Exposure: The free display and tasting booth allowed Ceylon Tea to be presented in a high-visibility setting, drawing strong interest from participants and enhancing the product’s image as a premium global tea.
- Direct Consumer Engagement: Visitors were able to experience the aroma, flavor, and quality of authentic Ceylon Tea firsthand, creating lasting impressions and fostering word-of-mouth promotion.
- Business Networking: The forum attracted importers, tourism operators, hospitality representatives, and retail stakeholders—providing opportunities to build new trade connections and expand distribution in China.
- Diplomatic and Cultural Promotion: Participation reinforced Sri Lanka’s presence in a key international platform and strengthened its role in Belt and Road trade and cultural exchange.
- High Value at Zero Cost: The organizer’s provision of space and facilities at no financial cost reflects both the strategic value of the event and the efficiency of Sri Lanka’s promotional efforts in China.
The participation of the Tea Promotion Unit in this major BRI forum significantly enhanced awareness and appreciation of Ceylon Tea among Chinese and international delegates. The free-of-charge tasting and display opportunity was a high-impact promotional activity with excellent value for Sri Lanka, helping to further the country’s tea export objectives in China and beyond.
